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1 INTRODUCTION TO THE MARKETING

Marketing is defined by the American Marketing Association as "the activity, set of institutions,
and processes for creating, communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large". The term developed from the original
meaning which referred literally to going to market with goods for sale. From a sales process
engineering perspective, marketing is "a set of processes that are interconnected and
interdependent with other functions of a business aimed at achieving customer interest and
satisfaction".

Philip Kotler defined marketing as "Satisfying needs and wants through an exchange process"
.And a decade later defines it as “a social and managerial process by which individuals and
groups obtain what they want and need through creating, offering and exchanging products of
value with others.”

The Chartered Institute of Marketing defines marketing as "the management process responsible
for identifying, anticipating and satisfying customer requirements profitably". A similar concept
is the value-based marketing which states the role of marketing to contribute to increasing
shareholder value. In this context, marketing can be defined as "the management process that
seeks to maximise returns to shareholders by developing relationships with valued customers and
creating a competitive advantage".

In the past, marketing practice tended to be seen as a creative industry, which included
advertising, distribution and selling. However, because the academic study of marketing makes
extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology
and neuroscience, the profession is now widely recognized as a science, allowing numerous
universities to offer Master-of-Science (MSc) programs.

The process of marketing is that of bringing a product to market, which includes these steps:
broad market research; market targeting and market segmentation; determining distribution,
pricing and promotion strategies; developing a communications strategy; budgeting; and
visioning long-term market development goals. Many parts of the marketing process (e.g.
product design, art director, brand management, advertising, inbound marketing, copywriting
etc.) involve use of the creative arts.

The 'marketing concept' proposes that to complete its organizational objectives, an organization
should anticipate the needs and wants of potential consumers and satisfy them more effectively

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than its competitors. This concept originated from Adam Smith's book The Wealth of Nations but
would not become widely used until nearly 200 years later. Marketing and Marketing Concepts
are directly related.

Given the centrality of customer needs, and wants in marketing, a rich understanding of these
concepts is essential.

 Needs: Something necessary for people to live a healthy, stable and safe .Needs can be
objective and physical, such as the need for food, water, and shelter; or subjective and
psychological, such as the need to belong to a family or social group and the need for
self-esteem.
 Wants: Something that is desired wished for or aspired to. Wants are not essential for
basic survival and are often shaped by culture or peer- groups.
 Demands: When needs and wants are backed by the ability to pay, they have the
potential to become economic demands.

THE MARKETING ENVIRONMENT

The term "marketing environment" relates to all of the factors (whether internal, external, direct
or indirect) that affect a firm's marketing decision-making/planning. A firm's marketing
environment consists of three main areas, which are:

 The macro-environment, over which a firm holds little control.

 The micro-environment, over which a firm holds a greater amount (though not
necessarily total) control.
 The internal environment, which includes the factors inside of the company itself

 Macro marketing

A firm's marketing macro-environment consists of a variety of external factors that manifest on a

large (or macro) scale. These include factors that are:

- Economic

- Social

- Political

- Technological
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A common method of assessing a firm's macro-environment is via a PESTLE (Political,
Economic, Social, Technological, Legal, and Ecological) analysis. Within a PESTLE analysis, a
firm would analyze national political issues, culture and climate, key macroeconomic conditions,
health and indicators (such as economic growth, inflation, unemployment, etc.), social
trends/attitudes, and the nature of technology's impact on its society and the business processes
within the society.

 Micro marketing

A firm's micro-environment comprises factors pertinent to the firm itself, or stakeholders closely
connected with the firm or company. A firm's micro-environment typically spans:

 Customers/consumers
 Employees
 Suppliers
 The Media

In contrast to the macro-environment, an organization holds a greater (though not complete)

degree of control over these factors. A firm’s internal environment consists of factors inside of
the actual company. These are factors controlled by the firm and they affect the relationship that
a firm has with its customers. These include factors such as:

 Labour
 Inventory
 Company Policy
 Logistics
 Budge
 Capital Assets

1.2 STATEMENT OF THE PROBLEM

Consumer behaviour research is the scientific study of the processes consumers use to select,
secure, use and dispose of products and services that satisfy their needs. Knowledge of consumer
behaviour directly affects the marketing strategy .This is because of the marketing concept, i.e.,
the idea that firms exist to satisfy customer needs .Firms can satisfy those needs only to the
extent that they understand their customers. For this reason, marketing strategies must
incorporate knowledge of consumer behaviour into every fact of a strategic marketing plan.

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There is a widespread recognition that consumer behaviour is the key to contemporary marketing
success.

1.3 IMPORTANCE OF THE STUDY

 This study focuses on the marketing concepts applied to the LED lighting industry.
 It also tries to explain the need of saving energy and going eco friendly.
 The factors that influence the green marketing are thoroughly studied.
 The study also aims into developing the variables like price, place, promotion and product
for a better marketing mix which can be helpful for the lighting industry and more to the
LED lights.
 The study aims at providing a marketing model for the led industry to increase its
awareness, demand and indirectly profits. This will automatically help in saving large
amounts of energy on the mother earth.

1.4 SCOPE OF THE STUDY

 To understand the attitudes and perception of respondents towards Topo products.

 To understand the growth of LED lights sectors in today’s scenario.
 To find the feasibility to replace existing lights with LED lights.
 To analyse the effectiveness and power consumption of the existing lights used.
 To study the respondents awareness towards LED lights.
 To know the people perception towards LED products available in the market.
 To understand peoples consumer behaviour with the references to Topo LED light
product.

1.5 OBJECTIVES OF THE STUDY

 To study the marketing potential of lighting industry.

 To determine the factors influencing performance of lighting industry.
 To understand the consumer acceptance of the new LED light market.
 To develop a model for market analysis of lighting industry with a special focus on LED
lights.
 To suggest various marketing strategies for LED lighting.

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1.6 HYPOTHESIS OF THE STUDY

Hypothesis testing is a technique through which some claims can be proved or disapproved. It is
a logical test of findings and conclusions. Hypothesis is a possible answer to the research
question. Hypothesis is a declarative statement which can be tested empirically. Introduction of
hypothesis suggests variables to be introduced in the research design.

The following hypotheses are likely to be formulated in relation to the following research
variables.

1. H1: The attitudes of the architects and builders depending on the geographic factors (State
wise, Region wise etc) & demographic factors (Gender, Income, Education etc).

2. H2: The awareness of the architects and builders regarding environment depending on the
geographic (State wise, Region wise etc) & demographic factors (Gender, Income, Education
etc).

3. H3: The correlation between variables like cost, environment, quality etc.

4. H4: There is a strong co relation between type of light used and the application.

1.7 RESEARCH METHODOLOGY

Marketing research is a systematic process of analyzing data which involves conducting research
to support marketing activities, and the statistical interpretation of data into information. This
information is then used by managers to plan marketing activities, gauge the nature of a firm's
marketing environment and to attain information from suppliers. A distinction should be made
between marketing research and market research. Market research involves gathering
information about a particular target market. As an example, a firm may conduct research in a
target market, after selecting a suitable market segment. In contrast, marketing research relates to
all research conducted within marketing. Market research is a subset of marketing research.

The step followed in completing the objectives of the research is the methodology. It consists of
both, primary and secondary sources of data, Research design, Sampling plan, Research area and
the tools used for statistical analysis of the study.

RESEARCH DESIGN

Descriptive design : this type of research describes what exists and may help to uncover new
facts and meaning . The purpose of descriptive research is to observe, describe and document.

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This involves in the collection of data that will provide an account or description of individuals,
groups and situations. Descriptive research is used to describe characteristics of population or
phenomenon being studied.

POPULATION

The population is all elements that meet certain criteria for inclusion in study. The employee in
cherpulassery, Palakkad are the population. Here the entire population is 120.

SAMPLE DESIGN

It refers to the number of items to be selected from the universe to constitute as a sample. In this
study 100 employees of cherpulassery was selected as sample size.

SAMPLE TECHNIQUE

The sample technique used in this study is convenient sampling method. This is also called as a
method of chance selection.

METHOD OF DATA COLLECTION

PRIMARY DATA

The primary data are collected from the employees of cherpulassery through a direct structured
questionnaire.

Questionnaire:

Questionnaire is the main part of the data collection. It is a collection of questions prepared for
collecting opinions and suggestions from the respondent. The questionnaire supplied to them and
returned after filling. Collection of data implies accounting and systematic recording of the
information gathered in a statistical investigation.

SECONDARY DATA

The secondary data is collected with reference of manuals, books, journals, and company
website.

STATISTICAL TOOLS USED

To analyse and interpret collected data the statistical tools were used:

1) Percentage analysis
2) ANOVA
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 3) Chi-square

PERCENTAGE ANALYSIS

The percentage analysis is used for making comparison between two or more series of data. It is
used to classify the opinion of the respondent for different factors. It is calculated as:

Simple percentage method= (no of respondents favourable/total no of respondents)*100

ANOVA

One factor analysis of variance, also known as ANOVA, gives us a way to make multiple
comparisons of several population means. Rather than doing this in a pair wise manner, we can
look simultaneously at all of the means under consideration. To perform an ANOVA test, we
need to compare two kinds of variation between the sample means, as well as the variation within
each of our samples.

Formula:

F=MST

MSE

F=ANOVA CO EFFICIENT

MST= MAIN SUM OF SQUARE UE TO ERROR MST= SST/P 1

SST = SUM N(X-X)2

CHI-SQUARE ANALYSIS

A Chi-square test, is also referred to as test (or chi-square test), is any statistical hypothesis test in
which the sampling distribution of the test statistic is a chi- square distribution when the null
hypothesis is true.

Formula:

CHI-SQUARETEST (x2)= ∑ (Oi-Ei) 2/Ei

DEGREE OF FREEDOM (D.O.F) =(R-1) (c-1)

0 = observed frequency

E = expected frequency
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R = number of rows

C= number of columns

1.8 LIMITATIONS OF THE STUDY

 The study is confined only to Topo led lights.

 The results of the analysis made in this study are fully based on the answers given by the
respondents.
 The study record restricted to the period of 5 years.

1.9 CHAPTER SCHEME

Chapter 1: deal with “Introduction and design of the study” which covers the research
problem, statement of the study, scope and objectives of the study, tools used and source of data
collection.

Chapter 2: covers with “Review of literature” in which major areas such as special concept of
the study and review of literature.

Chapter 3: entitled with “Industry and company profile” were the details about the company
should be analysed.

chapter 4: associated with “Analysis and interpretation of data” were researched had given
table representation of required facts.

chapter 5: entitled with “Findings, suggestions and conclusion” deals with findings of the
study and gives required suggestions to improve financial strength.

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2.1 INTRODUCTION ABOUT THE INDUSTRY

National and international journals pertaining to the lighting industry and green lighting have
been reviewed. The literature review also has its origin from the newspapers, magazines and
other such journals. It is borne in mind that a large amount of information has been lucratively
gathered to drive out necessary and correct conclusions.

Light industry is a vast industry which caters to the operations of any industry in the world. No
industry can carry out its operations without the help of the lights or lighting industry. The
lighting industry is more of a consumer focused industry which produces its products for the end
users. It can also be said to be a manufacturing activity which uses a smaller amount of area and
power and also raw materials. The number of players in light industry is large as well. So it
becomes necessary to have an insight of the marketing concepts related to this industry. The
industry causes a less harm to the environment as compared to other heavy industries. But in the
long run, it can also damage the environment or cause a risk of contaminating the environment.

Market Analysis is something we all do. Planning and preparation for the future is not important
for an individual, but also for a business. Leading firms all over the world are always on the
effort to estimate and improve their capacity of quality in the future. This can help them to
modify their plans and organization whenever needed for success and higher profits. This will
help them to tackle the ever increasing competition.

Led’s are expected to increase further in efficacy, light output and colour availability while
reduce in costs.

If production can be smoothed out and made less costly, they will work wonders for the
environment LED’S have entered the lighting market to stay. Hence it is very important to know
the consumer acceptance levels of LED’s

The study provides details of the LED ACCEPTANCE LEVELS IN THE MARKET. The costs
incurred in production vary in nature based on various factors. Some costs are fixed while others
are variable. Some costs depend on operational factors or volume factors while some depend on
both factors. Scaling down on all the costs factors is not possible due to regulatory factors linked

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to it. Hence, the research would also focus on the positives and negatives in accepting an LED
light.

Companies aim to offer a large variety of International quality lighting solutions. This helps to
improve the efficiency and effectiveness of the lightings in the environment and society. A large
variety of high quality products, lightings, bulbs, ballasts, lamps, fixtures etc should be provided
by firms and industries in different fields of stadiums, Display signage, sports, retail, office,
glamour world, streets etc. A total service starting from the idea, its design, layout and execution
is expected by any consumer and it should be noted by the provider that proper standards and
rules should be adhered in the process.

Reduction in the energy and costs related to lighting is the need of the Indian Industry. This will
help any company to save the hidden costs while providing a better quality lighting solution. It
should also be noted that rules and standards related to lighting should be properly maintained.
The Indian industry really looks for providing a better quality while maintaining appropriate
profit levels.

A fashionable aesthetic and ambience in the working environment helps maximize efficiency of
workers. This is properly understood by the corporate and industries in India. This enhances the
image of the company during a visitor or an employee visit. This should be accomplished only
while providing a better quality solution and also reduce the costs involved in energy
consumption.

There is an importance of lighting in retail stores and brand displays for the creation of a
beautiful ambience and aesthetic to attain a high profit by increasing the probability of sales. The
Indian society has now become well educated towards the environment and ecological towards
the nature. With this in mind, it is the responsibility of a company to create better lighting
designs which save energy and provide higher quality.

2.2 OPERATIONAL DEFINITION

An operational definition is a very perfect and very exact explanation of the things being
dignified of the terms used to make sure comprehensible knowledge og the terms and the ability
to operate a method, service or process and collect data reliability and consistently.

EMPLOYEE

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An individual who works part-time under a contract of employment, whether oral or written,
express or implied, and has recognized rights and duties. Also called worker.”

MARKETING STRATEGY

“Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large". The term developed from the original meaning which referred literally to going to
market with goods for sale. From a sales process engineering perspective, marketing is "a set of
processes that are interconnected and interdependent with other functions of a business aimed at
achieving customer interest and satisfaction".

2.3 REVIEW OF LITERATURE

This chapter covers all the material used in the form of various books, international and national
journals and research reports. The chapter has very purpose to state the reference material used in
the study, further it aims to review the relevant research articles and, to find out the research gaps
in the existing literature. The reference material is arranged chronologically.

Literature review provides various insights associated with marketing practices. The researcher
from assessing the literature review tries to find out the gaps in the existing research.

Izvercianu Monica et al [2016] analyzed the marketing practices embraced by small and
medium scale enterprises (SME) managers to fulfil their organisation objectives in terms of
profit. The study was based on literature review, structured interviews and quantitative research;
a sample consisting Maltese SMEs was used to acquire a broad image of the marketing practices
used within SME type organisations.

The researchers studied particularly the SME size (in terms of turnover and employee number),
influence on the process of marketing activities within the organisation. They found that SMEs
managers, more or less, set short term marketing objectives based on “entrepreneurial instinct” or
conjuncture, to overcome threats or to transform opportunities in short term profit.

SMEs with a smaller turnover do not take into consideration marketing practices and act upon
instinct or conjuncture. The insufficient human and financial resources and a lower turnover,
determines SMEs not to pursue marketing practices. A solution for better marketing practices,
which will lead to strategic marketing planning and adequate marketing strategies for SMEs and
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their business domain depending on its available resources, is for managers to seek external
collaborators form business or university environment.

Abdul Rahim et al [2015] had explored the role of marketing practices in SMEs and evaluated
the impact on SME performance through changes in marketing practices from traditional to
entrepreneurial marketing practices. Marketing in SMEs is centred on traditional methods such as
using print media and selling.

The author found that the level of commitment towards marketing practices varies by business
context, by level of marketing expertise and by the maturity of the company. The study revealed
that within certain small business environments, traditional marketing activities such as
advertising and sales promotion of services were perceived to be damaging to credibility with
owners preferring to craft their activities to suit their individual business dynamics.

Marketing was also regarded as a separate activity within the business and one that could be
accessed as necessary or as an opportunist basis rather than as an intrinsic part of the whole
business function. The author concluded that marketing within an SME context can be unskilled
activity that requires little time or training and which anyone in the company can undertake

John H. Roberts et al [2014] investigated the impact of print media i.e. marketing science
articles and tools on the marketing practices. The impact of print media i.e. marketing science
articles may be direct for example an academic article may be adapted to solve a practical
problem or indirect for example its contents may be incorporated into medical practitioners tools,
which then influenced marketing decision making. The author used the term “marketing science
value chain” to describe these diffusion steps, and survey marketing managers, marketing science
intermediaries i.e. practicing marketing analysts, and marketing academics to calibrate the value
chain.

The author concluded that the impact of marketing science is perceived to be greater on decisions
such as the management of brands, pricing, new products, product portfolios, and customer or
market selection, and tools such as segmentation, survey based choice models, marketing mix
models, and pre-test market models had the greater impact on marketing decisions”.

Chirica C. [2013] highlighted proper marketing practices in relationship marketing due to

adjusted companies strategies in a turbulent, unstable, and dynamic economic environment.

For the excellent practices in relationship marketing it required a comprehensive approach of

clients and also of the employees, in order to build long-term profitable relations.

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 Sahoo A. [2013] stated that Referral labs used a high class logistics system to obtain their
marketing and face value in the market and they are successful doing these with the accurate test
results.

The growth of Indian diagnostics industry has created special interest in the study of improved
value chain in health care sector. This is done by enabling accurate detection of health risks and
diseases at earlier stages and also improving treatment and disease management, while
diminishing subsequent health problems and their associated costs. Due to these factors the
industry has gain a high positive response in the market. Relationship between clients and
diagnostics laboratories or referral laboratories had an influential role for analysis as it had a keen
interest in the rediscovery of the true meaning of logistics on the basis of marketing.

The financial position and goodwill of the various laboratories from small to big players of the
whole industry are affected also by customer’s satisfaction.

OWUSU, A. F. [2011] in there thesis studied the complex concept of customer satisfaction in the
light of the customer relationship marketing practices of the company. To focus on customer
satisfaction, retention and brand loyalty etc. customer relationship marketing is one of the
marketing practice which is been employed by companies. The author also concluded that, the
main dimensions of perceived service quality are tangibility, responsiveness and empathy and
thus needs to be improved to meet the customer’s satisfaction.

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3.1 INTRODUCTION ABOUT THE INDUSTRY

The Indian lighting industry is evolving rapidly due to the shift from conventional bulbs to LEDs,
which is being driven by increasing government energy conservation initiatives, rising consumer
awareness about energy-efficient products and innovative product offerings in sync with the
mega trend of digitisation. This evolution indicates a tectonic shift in technology from electrical
to electronics, representing significant growth opportunities for companies offering the electronic
hardware/components, products and solutions used in LED lighting. There are also opportunities
for prototype designers, electronics manufacturing services (EMS) providers and original
equipment manufacturers (OEMs). In this report, we try to provide insights into India’s LED
lighting ecosystem, focusing primarily on market size, opportunities, the major demand-
generating applications, hindrances that impact growth and emerging technology trends.

3.2 GLOBAL SCENARIO OF THE LED LIGHT INDUSTRY

The growth of the LED lighting market in the country can be attributed to the declining
manufacturing cost of LEDs and the increasing demand for energy-efficient and sustainable
lighting. Also, healthy economic growth, robust industrialization, and urbanization tend to be
some of the macroeconomic factors driving the market.

Furthermore, growing awareness over the importance of energy efficiency, coupled with the
regional government mandates to set higher standards for more energy efficiency, and
continuous innovations in LED technology by the leading manufacturers, is a significant
factor driving the growth of the market in the region.

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Buildings are among the largest consumers of electricity, worldwide. However, according to
estimates, 80% of the energy efficiency potential of the buildings is not utilized. For instance,
Rio de Janeiro consumes 60% more energy for public lighting compared to New York City.

3.3 NATIONAL SCENARIO OF THE INDUSTRY

Within a period of just a few years the LED has become the dominant artificial light source and
has taken over all the conventional light sources like incandescent bulb, CFL, fluorescent lamps,
high pressure sodium lamp and metal halide lamp and also in nearly all fields of lighting
applications like residential, commercial, offices, retail, hospitality, industries, roads and now
even sports lighting. We have witnessed a disruptive change which has made any previous
technology obsolete. The LED will move forward and within lighting technology, make an
important contribution to energy conservation and conventional light sources will survive in
small niches.

Trends Defining Market Scenario

Unfortunately, the users and lighting industry is so much fascinated with energy saving almost all
are neglecting the fact that lighting is for people and not empty space – which ever may be the
applications as mentioned above. One side we talk of Human Centric Lighting and other side we
use poor quality – variation in light quality and colour consistency like CCT, use of Full ANSI
Box to 5 SDCM (standard deviation of colour matching, also called MacAdam ellipses) poor
CRI and so on. In all areas, LEDs are retrofitted with poor quality and less price but resulting
energy savings keeping energy managers and utilities happy with saving money but at the cost of
quality as required by users. This may not last longer with technological innovations happening
at rapid pace which will change the market scenario.

3.4 STATE SCENARIO OF THE INDUSTRY

Light Emitting Diode (LED) lighting technology has been globally recognised as extremely
efficient and eco friendly in comparison to the Incandescent Lamps (ICLs) and florescent lamps
(FTLs, CFLs). Penetration of LEDs in India could significantly reduce lighting load, peak
demand and overall energy consumption without compromising on the output. The Kerala LED
market is anticipated to grow at 74% till 2019 based on the estimates of a major lighting
manufacturer. The various factors contributing to this growth are Government support for

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promoting investments in energy efficient lighting systems , Development of national standards
for testing and performance evaluation , Transfer and Improvements in existing technology for
new applications , Global mandate to address GHG emissions & Decline in average prices of
LED.

COMPANY PROFILE OF TOPO TECHNOLOGIES PVT LTD

3.5 INTRODUCTION

Topo Technology (India) Pvt.Ltd founded and incorporated in the year 2016 is a specialized in
manufacturing and marketing energy saving LED and mirror lights. The headquarter is located in
cherpulassery (Palakkad ,India) mainly focused on embracing innovation and technology to
foster new and sustainable energy solutions to the customer. TOPO Technologies (India) pvt ltd
is Kerala first LED mirror lights manufactures with touch sensor and markets LED lighting
solutions for residential and retail to commercial and industrial applications. It offers home and
office lighting products, including ceiling lights, flood lights, cabinet light or LED display and
LED mirror light. The company also offers industrial products, including flood/beam lights as
well as HI-Bay indoor/outdoor lights that are used at workshops, industrial shed, and factories
.The Company sells its products through its dealers.

Environment pollution is at dangerous levels. Resources are also depleting while the demand is
on the rise always .Eco friendly green technologies are the lat hope to keep the life. It’s high time
to adopt eco friendly technologies and concepts for providing a living environment for the future
generations. Every conservations idea comes with a compromise to comfort which makes the
society reluctant to accept it.

TOPO™ is formed with a great intention to introduce the latest innovations in eco friendly
technologies to our country. An extensive research planning over years is behind this .Board of
directors of TOPO have also a lot of experience in the industry ;which even include scientists
who worked for many international technology gaints and received recognitions from
international countries for their achievement.

TOPO™ has always been in the forefront for adapting technologies to bring out best quality
product at most competitive price. Topo owes its growth to the visionary approach of making
quality products with contemporary designs at affordable prices as well as making it available
readily available across markets.
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RESEARCH & DEVELOPMENT

Throughout the entire production process Topo Light distinguishes itself by handling the strictest
quality parameters to ensure products and services are designed and produced to exceed customer
requirements. Every step in the production process has a routine quality procedure covering both
product quality and testing. As such each product that leaves Topo Light has been inspected and
tested thoroughly resulting in minimal returns and maximum efficiency.

STRENGTHS

 We are able to respond very quickly as we have no red tape and no need for higher
management approval.
 Our lead consultant has a strong reputation in the market.
 We can change direction quickly if we find that our marketing is not working.
 We have low overheads, so we can offer good value to customers.

MISSION

To Serve the Society and To Protect the Nature:-

TOPO technologies aim to introduce technologies to meet the needs of tomorrow without
harming the nature. No technology will win if it merely protects the nature. While the demand is
ever increasing mere conservation won’t work. That is why we keep a commitment towards both
side, environment and society. We strongly believe only such technologies will prevail. We aim
to introduce eco friendly technologies and products in every aspects of life which includes energy
conserving products and concepts, use of renewable energy resources such as wind power
generation solar cells etc. Technologies such as hydroponics and dehydration plants in
agricultural sector.

VISION

Better Future for Next Generation:-

We are here to give our children - The next generation a greener world, an inhabitable place to
live in. Alarming level of pollution, greenhouse effect, increasing temperature are raising concern
over the sustainability of life itself. With the present technology it will be hard to control these
factors. Main disadvantage of eco-friendly technologies are that they demand compromising the
comfort of your life which make them repellent to the majority. TOPO stands to develop and

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introduce cost effective solutions which can enhance your life style while preserving the nature.
To preserve the nature for future generation.

VALUES

 Trust worthy services and lasting relationships with clients.

 Time and cost efficient services.
 Commitment to service Excellence.
 Agreed upon core values thought the organization.
 Strong sourcing relationships.

3.6 ORGANISATION CHART

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3.7 PRODUCT PROFILE

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Topo Technology (India) Pvt.Ltd producing a variety of products with LED . Offers a complete
choice of products which include Topo Cabinet Light, TOPO Recessed Panel Light Square LED ,
TOPO Recessed Panel Light Round, Panel Box Light and LED Flood Lights LED Mirror with
touch sensor.

Their products are more economic and energy saving the different ranges of products is as
follows:

 Topo Cabinet Light

Input Voltage (V) 100 - 240V

Brand TOPO

Lighting Colour Warm / Cool

Lighting Type LED

Wattage 12 W

Bulb Life 50000 Hrs

LED Chip SMD 5050-Natural white SMD 2835-Warm White

Warranty 1 Year

Topo cabinet light perfectly suit for home or office interiors. These lights are provided with
simple and easy to use fixture which makes different from other types of lights. Each cabinet
lights are manufactured under strict and keen supervision to ensure quality, durability and also
provide cabinet as per the requirement of customer’s measurement & design.

 TOPO Recessed Panel Light Square LED

Type of Light Panel Light

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Lighting Type LED

Light Size Square

Brand TOPO

Shape Square

LED panels lights are the most modern solution in commercial lighting industry. LED panel
lights offers sleek and stylish looks for the interior offices and homes. It integrates with your
ceiling so effortlessly and gives it a premium feel. TOPO LED lights comes with easy to install
fixtures which will reduce the installation time and cost. TOPO guarantees long life. Also gives
industry leading 3 year warranty for its LED Lights.

 TOPO Recessed Panel Light Round

Type of Light LED

Brand TOPO

Warranty 3 Year

LED panels lights are the most modern solution in commercial lighting industry. LED panel
lights offers sleek and stylish looks for the interior of offices and homes. It integrates with ceiling

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so effortlessly and gives it a premium feel. TOPO guarantees long life. It also gives industry
leading 3 year warranty for its LED Lights.

 Panel Box Light

Brand TOPO

Frame Colour Dark

Color White

TOPO is first to introduce a new model of LED panel lights called Boxed Panel Lights; unlike
normal panel lights you don't need any kind of modifications to your existing interiors to install
them. You can simply fix it into your walls. Boxed panel lights are currently available in 3 colour
variants.

LED panels lights are the most modern solution in commercial lighting industry. LED panel
lights offers sleek and stylish looks for the interior of your offices and homes. TOPO LED lights
comes with easy to install fixtures which will reduce the installation time and cost. TOPO
guarantees long life. TOPO gives industry leading 3 year warranty for its LED Lights.

22
  TOPO LED Flood Lights

Wattage 50

Lighting Type LED

Brand TOPO

LED flood lights are modern and energy efficient outdoor lighting solution. Compared to
conventional flood lights LED flood lights are compact and light weight and with very high
efficiency. LED flood lights are ideal for stadiums and streets. LED flood lights also have higher
life span. TOPO LED Lights are designed so as to make your installation procedure easy; this
will give an advantage over the time and cost investment for installation.

As any other TOPO product TOPO Flood lights are also coming out after rigorous quality checks
and quality assured manufacturing process this enables us to provide you two years warranty
even for Flood lights.

 LED Mirror with touch sensor

TOPO introduces a new concept named mirror light which can be customized in any size and
shape as per customer requirement. it follows IP5 standards which ensures protection from the
dust and water . Each mirror lights are manufactured under strict supervision for the best
23
outcome and customer satisfaction. LED lights are used for lighting purpose. This makes mirror
light more economy and durable.

3.8 FUNCTIONAL DEPARTMENTS

For the efficient functioning of every organization several department should be formed. Each of
the department is controlled and managed by qualified and experienced personnel’s. The object

24
and nature of work varies from department to department. But they are inter depended and inter
connected.

TOPO Technologies private limited is a medium scale industry. The various departments ensure
the working of the concern smoothly and efficiently. The various departments are as follows:

 PURCHASE DEPARTMENT
 PRODUCTION DEPARTMENT
 FINANCE DEPARTMENT
 HUMAN RESOURCE DEPARTMENT
 MARKETING AND SALES DEPARTMENT
 RESEARCH AND DEVELOPMENT DEPARTMENT
 ADMINISTRATION DEPARTMENT

3.8.1 PURCHASE DEPARTMENT

The working of the company start with raw material purchase and stores department. The raw
material store keeper is the head of the department. There is one assistant store keeper to help the
raw materials to be stored.

The main functions of this department are

 Purchasing of raw materials

 Storing of raw materials
 Issuing of raw materials

PURCHASING OF RAW MATERIALS:-

Purchase of raw materials is the important function of the department. It includes the following:-

RECEIVING PURCHASE REQUISITION:-

Purchase requisition is a form used as a farmer request to this purchasing department to purchase
materials to buy workers order number sanctum reference applicable and dataline for the receipt
of the raw materials.

When the stock materials comes to the re-ordering level, the shop keeper prepares a purchase
requisition, purchase manager will informs the same to several managers and there inform to the
managing partner. Managing partner give consent to the purchase of raw materials. After

25
selecting the supplier, the purchase manager will send purchase order to that supplier who supply
the good quality materials.

3.8.2 PRODUCTION DEPARTMENT

This is the largest department, because it has hundreds of factory workers, and dozens of team
leaders. They do and oversee the work that happens on the factory floor. They keep the machines
running, and fix them when they break (unless it’s a problem for an engineer). However, both the
workers on the floor and the top production managers, and everyone in between, get direction
from the head.

Assistant manager

Supervisor

Workers

3.8.3 FINANCE DEPARTMENT

The part of an organization that manages its money. The business functions of a finance
department typically include planning, organizing, auditing, accounting for and controlling its
company's finances. The finance department also usually produces the company's financial
statements

Financial manager

Assistant manager

Office accounts

26
3.8.4 HUMAN RESOURCE DEPARTMENT

A human resources department is a critical component of employee well-being in any business,

no matter how small. HR responsibilities include payroll, benefits, hiring, firing, and keeping up
to date with state and federal tax laws. Any mix-up concerning these issues can cause major legal
problems for your business, as well as major employee dissatisfaction. But small businesses often
don't have the staff or the budget to properly handle the nitty-gritty details of HR. Because of
this, more and more small businesses are beginning to outsource their HR needs. The concern has
good and efficient workers and employees. They are fully satisfied in their work. The human
resource department handles a range of different functions within an organization.

 Payroll administration, including produce checks, handling taxes, and dealing with sick
time and vacation time.
 Employee benefits, including health, medical and life insurance, 401(k) plans and
cafeteria plans.
 HR management, including recruiting, hiring and firing. This also includes background
interviews, exit interviews and wage reviews.
 Risk management, including workers' compensation, dispute resolution, safety
inspection, office policies and handbooks.

FUNCTIONS OF HUMAN RESOURCE DEPARTMENT

 Hiring and Recruiting

One of the primary functions of the human resources department is to oversee hiring and
recruiting within an organization. The department actively recruits, screens, interviews
and hires qualified candidates for open positions. The department administers skills
assessment and personality tests to match candidates with the right job within the
company. The human resources department also develops employee handbooks that
explain company policies and procedures to new hires.

 Training and Development

The human resources department handles the training and development of staff within an
organization. It creates training programs and conducts training for new hires and existing

27
 employees. The human resources department also works in conjunction with department
managers and supervisors to determine the training needs of employees. They are also
responsible for contracts with training providers and monitoring training budgets.

 Handling Compensation
The human resources department is responsible for various aspects of employee
compensation. The department typically handles employee payroll and ensures employees
are paid accurately and on time, with the correct deductions made. Human resources
departments also manage compensation programs that include pensions and other fringe
benefits offered by the employer.

 Employee Benefits
The human resources department manages all aspects of employee benefits, including
health and dental insurance, long-term care or disability programs as well as employee
assistance and wellness programs. The department keeps track of employee absences and
job-protected leave, such as family medical leave. Human resources department
representatives ensure employees receive the proper disclosures regarding benefit
eligibility or if benefits are no longer available because of a layoff or termination.

 Employee Relations
The human resources department handles employee relations matters within an
organization. Employee relations involves employee participation in different aspects of
organizational activities. The department maintains the relationship between employees
and management by promoting communication and fairness within the company. The
department also handles disputes between employees and management, as well as
disputes between the company and labour unions or employee rights organizations.

 Legal Responsibilities
The human resources department is responsible for interpreting and enforcing
employment and labour laws such as equal employment opportunity, fair labour
standards, benefits and wages, and work hour requirements. The department also
investigates harassment and discrimination complaints and ensures company officials
remain compliant with United States Department of Labour regulations.

28
 3.8.5 MARKETING AND SALES DEPARTMENT

MARKETING

A marketing department promotes the business and drives sales of its products or services. It
provides the necessary research to identify the target customers and other audiences. Depending
on the company’s hierarchical organization, a marketing director, manager or vice president of
marketing might be at the helm. In some businesses, a vice president of sales and marketing
oversees both the marketing and sales departments with a strong manager leading each
department. Marketing means producing goods and services according to the needs and wants. A
marketer must take care on the consumers needs and wants. Consumer is the king in the market.

Marketing manager

Regional marketing manager

Branch marketing executive

Marketing team Marketing associates Marketing trainee

leader

MARKETING CHANNELS

Most producers work with marketing intermediaries to bring their products to market. The
marketing intermediaries made up a marketing channel ( also called as trade channel or
distribution channel). Marketing channels performs the work of moving goods from one
producers to consumers. It overcomes the time, place possession gaps that separate goods and
services from those who would use them. The concept adopt “ Three level channel” contains 3

29
intermediaries like agent, wholesaler and retailers. Agents are the connecting link between
producers and wholesalers.

MARKETING MIX

Product refers to what the business offers for sale and may include products or services. Product
decisions include the "quality, features, benefits, style, design, branding, packaging, services,
warranties, guarantees, life cycles, investments and returns".

Price refers to decisions surrounding "list pricing, discount pricing, special offer pricing, credit
payment or credit terms". Price refers to the total cost to customer to acquire the product, and
may involve both monetary and psychological costs such as the time and effort spent in
acquisition.

 price-setting

 allowances – eg: rebates for distributors

 discounts –for customers

Place is defined as the "direct or indirect channels to market, geographical distribution, territorial
coverage, retail outlet, market location, catalogues, inventory, logistics and order fulfilment".
Place refers either to the physical location where a business carries out business or the
distribution channels used to reach markets. Place may refer to a retail outlet, but increasingly
refers to virtual stores such as "a mail order catalogue, a telephone call centre or a website".

Promotion refers to "the marketing communication used to make the offer known to potential
customers and persuade them to investigate it further". Promotion elements include "advertising,
public relations, direct selling and sales promotions."

SALES DEPARTMENT

The sales department would aim to improve the interaction between the consumer and the sales
facility or mechanism and sales person. Sales management would break down the selling process
and then the effectiveness of the discrete processes as well as the interacton between processes.

ADVERTISING

30
Advertising is a worldwide phenomenon. Advertising is a important tool of promotion.
Advertising is a paid form of non personnel communication that is transmitted through mass
media such as television, radio, newspaper, magazines, direct mail, vehicles and outdoor
displays.

3.8.6 RESEARCH AND DEVELOPMENT DEPARTMENT

R&D is the means for companies to achieve future growth and maintain their relevance in their
chosen market. It involves spending resources on investigation and testing to develop new
products or new ways of doing things. It also supports the enhancement of existing products or
processes.

The name, research and development, may suggest high-tech, or the pharmaceutical sector, but in
fact R&D is applicable to a wide range of industries. For example, many consumer appliances
will go through rigorous R&D processes, either to develop new versions of products or improve
current designs.

Underpinning this kind of activity are various key functions which together define the role of the
R&D department.

3.8.7 ADMINISTRATION DEPARTMENT

Administration department is a backbone of an organization. An effective administration is an

asset to an organization. The duty of an administrator depends on the company that the
administrator works for. Office administration is one of the key elements associated with a high
level of workplace productivity and efficiency. It is very difficult to run an organization without a
good administration faculty. It is the administrator, who makes the rules and regulations and
applies these rules in an organization.

3.9 EMPLOYEE DETAILS

Number of workers: 50

Number of workers in marketing department: male: 30

Female: 20

Total:50

31
Working time of employee: 9:00-5.00

Working hour of employees: 8

Weekly leave:1

3.10 EMPLOYEE WELFARE MEASURES

Employee welfare entails everything from services, facilities and benefits that are provided or
done by an employer for the advantage or comfort of an employee. It is undertaken in order to
motivate employees and raise the productivity levels.

STATUTORY WELFARE BENEFITS

The statutory welfare benefits schemes include the following provisions:

1. Drinking Water: At all the working places safe hygienic drinking water should be
provided.
2. Facilities for sitting: In every organization, especially factories, suitable seating
arrangements are to be provided.
3. First aid appliances: First aid appliances are to be provided and should be readily
assessable so that in case of any minor accident initial medication can be provided to the
needed employee.
4. Latrines and Urinals: A sufficient number of latrines and urinals are to be provided in
the office and factory premises and are also to be maintained in a neat and clean
condition.
5. Canteen facilities: Cafeteria or canteens are to be provided by the employer so as to
provide hygienic and nutritious food to the employees.
6. Spittoons: In every work place, such as ware houses, store places, in the dock area and
office premises spittoons are to be provided in convenient places and same are to be
maintained in a hygienic condition.

32
 7. Lighting: Proper and sufficient lights are to be provided for employees so that they can
work safely during the night shifts.
8. Washing places: Adequate washing places such as bathrooms, wash basins with tap and
tap on the stand pipe are provided in the port area in the vicinity of the work places.
9. Changing rooms: Adequate changing rooms are to be provided for workers to change
their cloth in the factory area and office premises. Adequate lockers are also provided to
the workers to keep their clothes and belongings.
10. Rest rooms: Adequate numbers of restrooms are provided to the workers with provisions
of water supply, wash basins, toilets, bathrooms, etc.
11. Maternity & Adoption Leave – Employees can avail maternity or adoption leaves.
Paternity leave policies have also been introduced by various companies.
12. Medi-claim Insurance Scheme: This insurance scheme provides adequate insurance
coverage of employees for expenses related to hospitalization due to illness, disease or
injury or pregnancy.
13. Sexual Harassment Policy: To protect an employee from harassments of any kind,
guidelines are provided for proper action and also for protecting the aggrieved employee. 
For more information go through - Sexual Harassment of Women at Workplace
(Prevention, Prohibition and Redressal) Act, 2013

NON STATUTORY BENEFITS

Many non-statutory welfare benefits may include the following schemes:
1. Personal Health Care (Regular medical check-ups): Some of the companies provide
the facility for extensive health check-up.
2. Flexi-time: The main objective of the flex time policy is to provide opportunity to
employees to work with flexible working schedules. Flexible work schedules are initiated
by employees and approved by management to meet business commitments while
supporting employee personal life needs
3. Employee Assistance Programs: Various assistant programs are arranged like external
counselling service so that employees or members of their immediate family can get
counselling on various matters.
4. Employee Referral Scheme: In several companies employee referral scheme is
implemented to encourage employees to refer friends and relatives for employment in the
organization.

33
 4.1 INTRODUCTION

The most vital part of the analysis is the exploration and interpretation of data. This is reviewing
the tabulated material in order to decide its meaning. It includes breaking down complex factors
into simple portions together to make new arrangements for necessary of interpretation. This
perform the following tasks.

 To create raw data meaningful

 To check the hypothesis
 Attaining significant result

The main survey was conducted by face to face interview with dealers of TOPO Technologies
(India) Pvt. ltd. The list of 87 LD dealers f Topo Technology(India) Pvt. ltd was chosen from 113
retailers around Palakkad district .The sampan technique is used Random sampling method by
the help of MS excel, so each dealers have equal chance for selection.

4.2 PERCENTAGE ANALYSIS

TABLE 4.2.1 AGE OF EMPLOYEES

AGE NO OF EMPLOYEES PERCENTAGE

19-25 20 20
26-32 33 33
33-39 26 26
Above 39 21 21
TOTAL 100 100
Source: primary data

INTERPRETATION
34
From the above analysis shows that 40% of the employees are above 30, 30% of the employees
are of age group between 26-40 and another 30% belongs to the age group of 19-25.

TABLE 4.2.2 GENDER PROFILE OF RESPONDENTS

GENDER NO OF RESPONDENTS PERCENTAGE

MALE 96 96
FEMALE 4 4
TOTAL 100 100
Source: primary data

INTERPRETATION

From the above analysis the sex and age demographics of the respondents were also considered.
Ninety eight retailers (owners, managers or sales personnel) interviewed were male,(98% of
respondents) while only 2 interviewers were female.

TABLE 4.2.3MONTHLY INCOME

MONTHLY INCOME NO OF EMPLOYEES PERCENTAGE

10000-19000 30 30
20000-29000 40 40
30000-40000 30 30
TOTAL 100 100
Source: primary data

INTERPRETATION

From the above analysis shows that 40% of the employees are getting 20000-29000 as monthly
income,30% of the employees are getting monthly income between 10000-19000 and another
30% of employees are getting 30000-40000.

TABLE 4.2.4: RETAILERS EXPERIENCE ON LED MARKET

EXPERIENCE NO OF DEALERS PERCENTAGE

Less than 3 months 1 1
3 months to 6 months 26 30
6 months to 1 year 33 31
More than 1 year 27 38
Source : primary data

INTERPRETATION

From the above analysis most of the respondents are already have good experience in led
market. From the total sample 31% of the dealers already have good experience of more than one

35
year.38% of the dealers have an experience more than 6 months to 1 year and only 0.01% of
dealers are having less than 3 months of experience on led market

TABLE4.2.5:DEALERS KNOWLEDGE ABOUT TOPO TECHNOLOGY(INDIA)PVT

LTD

KNOWLEDGE LEVEL NO OF DEALERS PERCENTAGE

No knowledge 0 0
Very little knowledge 33 38
An adequate amount of 41 47
knowledge
A lot of knowledge 13 15
A very high level of 0 0
knowledge

TABLE NO.4.2.6 CUSTOMER SATISFACTION CONSIDERED BY THE

ORGANIZATION WHILE DEVELOPING AND IMPLEMENTING THE MISSION &
VISION STATEMENTS.

RESPONSE NO OF RESPONDENTS PERCENTAGE

strongly agree 80 80
Agree 20 20
neither agree or disagree - -
Disagree - -
Total 100 100
Source ;primary data

INTERPRETATION

From the above analysis percentage Score of the respondents feel that customer satisfaction is
considered by the organization while developing and implementing the mission & vision
statements.

TABLE NO.4.2.7 PROVIDING QUALITY SERVICES IS CONSIDERED BY THE

ORGANIZATION WHILE DEVELOPING AND IMPLEMENTING THE MISSION &
VISION STATEMENTS

RESPONSE NO OF RESPONDENCE PERCENTAGE

Strongly agree 20 20
36
 Agree 60 60
neither agree or disagree 20 20
Disagree - -
Source: survey data

INTERPRETATION

From the above analysis shows that 60 % respondents feel that providing quality services is
considered by the organization while developing and implementing the mission & vision
statements.

TABLE NO.4.2.8BEING RESPONSIVE TO ENVIRONMENTAL ISSUES

CONSIDERED BY THE ORGANIZATION WHILE DEVELOPING AND
IMPLEMENTING THE MISSION & VISION STATEMENT.

RESPONSE RESPONDENCE PERCENTAGE

Strongly agree 20 20
Agree 60 60
neither agree or disagree 20 20
Disagree - -
TOTAL 100 100

Source: survey data

INTERPRETATION

From the above analysis shows that 60 % of the respondent agree that the organizations are
responsive to environmental issues in developing & implementing mission, vision statements.

TABLE NO.4.2.9 THE INFLUENCE OF PROMOTION STRATEGIES OF

LIGHTING MARKET WHICH ATTRACT MORE CONSUMERS.

PROMOTION STRATEGY FREQUENCY PERCENTAGE

outdoor advertising 30 30
Print media 20 20
Company sources 10 10
Internet 30 30
Other sources 10 10
TOTAL 100 100
Source: primary data

From the above analysis shows that indicate that out of 100 respondents surveyed, 30% feel that
outdoor advertising, 22% feel print media and 10% feel that company sources are the major tools
of promotion as far as lighting market is concerned. Internet sources also play a vital role in

37
promoting a particular light brand. Thus, companies should focus on the outdoor and print media
like magazines and newspapers to promote their respective lighting product.

TABLE NO.4.2.10THE DATA GIVEN ILLUSTRATES THE AWARENESS

OF THE RESPONDENTS ABOUT THE LED LIGHTS

AWARENESS LEVEL VALUE PERCENTAGE

Very low 10 10
Low 10 10
Neutral 20 20
High 50 50
Very high 10 10
Total 100 100
Source: primary data

From the above analysis shows that indicate that awareness levels of respondents are as
follows.10% very low,10% low, 20% neutral, 50% high, 10% very high. Thus, it is evident that
LED’s are creating a strong awareness in the recent times as far as lighting products are
concerned.

TABLE NO.4.2.11THE GIVEN DATA ILLUSTRATES WHETHER

RESPONDENTS ARE READY TO COMPROMISE COST OVER
QUALITY OF LED LIGHTS

Comment Frequency Percentage

Strongly disagree 5 5
Disagree 5 5
Neutral 20 20
Agree 50 50
Strongly agree 20 20
Total 100 100
Source: primary data

From the above analysis shows that indicates the willingness of respondents to

compromise cost over quality of LED lights. 55.2% respondents agree to pay an extra

price and compromise cost if quality of LED lights is better than the other lighting types.

TABLE NO.4.2.12 THE following data illustrates the consumer satisfaction

level about the distribution process of the lighting industry

38
 comment Frequency Percentage
Poor - -
Can’t say 10 10
Good 70 70
Excellent 20 20
Total 100 100
Source: primary data

From the above analysis shows that indicate that the consumers are satisfied by the process of
distribution followed by the lighting industry to a large extent. 70% of the respondents feel that
the distribution processes are good while 20% feel it is excellent. 10% of the respondents reserve
their comments.

4.3 CHI SQUARE ANALYSIS

TABLE – 4.20 OPINION OF THE CUSTOMER ABOUT THE PREFERENCE OF

PURCHASING IN LED LIGHTS* REPRESENTING THEIR FEEL ABOUT THE
TOPO LED PRODUCTS.

REPRESENTING THE FEEL

ABOUT TOPO LED
PRODUCTS Total
Light Thick Acceptable

39
 OPINION OF THE 10 2 3 15
CUSTOMER ABOUT 5 2 16 23
WHAT KIND OF 10 3 12 25
7 2 13 22
PURCHASING IN
TOPO LED 5 1 9 15

PRODUCTS
Total 37 10 53 100

H0: Opinion of the customer is independent of representing the feel about Topo led products

Chi-Square Tests

Asymp. Sig.
Value df
(2- sided)
Pearson Chi-
10.465 8 .234
Square

INTERPRETATION:

From the above analysis, the chi-square value is 10.465, and asymptotic significant value is
above .04. Hence, there is no evidence to reject the null hypothesis. Thus we conclude that
opinion of the customer is independent of representing the feel about the topo led products.

40
TABLE NO 4.21

CHI-SQUARE TEST TO FIND THE SIGNIFICANT RELATIONSHIP

BETWEEN PERCEPTION AND SATISFACTION

Null Hypothesis (Ho)

There is no significant relationship between perception and satisfaction.

Alternative Hypothesis (Ha)

There is significant relationship between perception and satisfaction .

Level of Satisfaction Total

Factors
S N DS HDS
HS

Good quality 26 7 3 3 1
40

Reasonable
10 12 0 0 0
price 22

Easy availability 6 10 1 1 0
18

More collections 9 6 3 1 1
20
Total 51 35 7 5 2 100

(Oi – Ei) 2

Chi-square = -------------

Ei

Where Oi -> Observed frequency

41
 Ei -> Expected frequency

Oij Eij (Oij – Eij) 2 2

(Oij – Eij) (Oij – Eij) /Eij
25 1 1 0.04

9 1 1 0.11

5 1 1 0.2

8 1 1 0.125

6 8 64 10.6

11 1 1 0.09

7 3 9 1.28

13 7 49 3.76

10 7 49 4.9

5 5 25 5

3 2 4 1.33

7 4 16 2.28

8 5 25 3.12

2 2 4 2

3 2 4 1.33

0 1 1 0

3 2 4 1.33

2 2 4 2

3 3 9 3

0 1 1 0

53.18

Expected frequency is calculated as follows:

Row total x column total

E = -------------------------------

Grand total

42
Degree of freedom = (R – 1) (C – 1)

Where

R  Number of rows

C  Number of columns

2
We can now calculate value of χ as follows

2 2
Calculated value (χ ) Σ (Oij – Eij) /Eij = 53.18

Degrees of freedom in this case = (r – 1) (c – 1) = (5 – 1) (4 – 1 = (4) (3)

=
1
2

43
 The table value showing chi-square analysis:

2
Calculated value χ
53.18

Degree of freedom 12

Level of significant 50%

Table value 28.300

Result Reject

CONCLUSION

Since the calculated value is less than the table value and our hypothesis is proved, null
hypothesis is rejected. Hence alternate hypothesis is accepted. So there is significant
relationship between perception and satisfaction.

4.4 ANOVA

PURCHASING OF TOPO LED PRODUCTS. REGARDING

MARKETING AND CUSTOMER SATISFACTION
Null Hypothesis

There is no significant difference in the opinion of respondents regarding purchasing of topo

led products. regarding marketing and customer satisfaction.

Alternative Hypothesis
There is a significant difference in the opinion of respondents regarding purchasing of topo
led products. regarding marketing and customer satisfaction.
TABLE 4.

Purchasing of Topo led lights

Sum of Squares df Mean Square F Sig.

Between Groups .008 3 .003 .010 .999

Within Groups 35.886 96 .246

Total 35.893 99

INTERPRETATION:

The above table highlights that the data for constructs were subjected to independent sample
t-test. The levene’s test for equality of variance was applied. The f.statistics value has
corresponding significance (or p-value) greater than 0.05 for construct like purchasing of
topo led products. regarding marketing and customer satisfaction.

This means that for these construct null hypothesis gets to be rejected as “there is a
significant difference in the opinion of respondents regarding purchasing of topo led
products regarding marketing and customer satisfaction.

5.1 FINDINGS OF THE STUDY

INTRODUCTION

The most important idea behind this study is to analyze the present and future scenario of the
lighting industry. It is believed that LED lights are the future of lighting industry, both with
respect to economical gain and environmental safety. The findings and information gathered
in the study are summarized in this section.

THE INDIAN LIGHTING INDUSTRY

The Indian Lighting System provides a large range of international quality lighting solutions
with its bulbs and fixtures. It always aims at providing an effective and quality lighting to
any type of application. There are many lighting players which provide high quality bulbs,
fixtures, lamps, sensor lights etc. These provisions cater to the needs of the street ways,
retails, commercial and industrial needs, sports, signage and studios etc. Pure concepts,
services and supply and distribution is provided effectively to various application industries
in India. Some of which can be explained as follows:

1) INDUSTRIAL LIGHTING:

Better quality lighting is better quality business. The cause of industrial profits is the increase
in production and appropriate use of available resources. This reduces time as well as
investment cost. A better lighting technology can save energy and provide greater profits.

The Indian industry needs to reduce the costs related to lighting, be it installation cost or the
maintenance cost. This will improve the internal cost savings while providing the required
quality of lightings and also increase the profit levels

The installation of energy efficient lighting systems can play a major role in the same.

2) DISPLAY SIGNAGE.

Any brand in the industry has to advertise itself at the outdoor level. Display signage plays an
important role in this. They follow the consumer wherever he goes. Thus, they form an
important part of the advertising tool of the brand. The basic idea behind a hoarding or a
signage is that it should attract the consumer’s attention. Attractive quality of light helps the
signage in catching the consumer’s eyes. The ability of a signage to display its brand image
majorly depends on the quality of light used in the same.

Requirements of a display signage:

It should help a brand to convey the company’s mission to the customers and increase the
brand recall. While doing this, it should also be noted that the signage does not use up excess
energy and lead to excessive operating costs. The major catch behind a display signage’s
success is the way it displays the letters and symbols of the advertisement.

3) COMMERCIAL AND RESIDENTIAL LIGHTINGS

The commercial offices in the countries all over the world demand an attractive aesthetic
and facilities which lure the eyes of the employees or visiting communities. This type of
ambience is improved if a good quality light is installed at the same location. This lighting
solution should also reduce the energy consumption while catering to the need of an attractive
ambience. The same holds good with the residential lightings. The number of commercial
and residential buildings is increasing rapidly in the country. If an energy efficient lighting
system is applied for the same, it can lead to large power saving and hence profits. Create
productive well-lit workplaces A high quality ambience at the work place can give the
employees a positive vibration which in turn leads to better productivity. Different types of
complex and visual tasks exist in the modern offices. Reduction in the glare on screens,
proper contrast around the worker’s desk, power saving are some of the needs of the modern
day offices. Efficient and high quality lighting can provide all such requirements of the
company and create an efficient workstation and a productive working environment.

4) RETAIL INDUSTRY

Retail industry considers lighting as one of the most important promotion tools. An
attractively designed product desk with proper quality lighting environment can catch the
customer’s eyes easily. A wide range of colour rendering, light sensing and lumen outputs
can be effectively customized depending on the need of the merchandise. The personnel
responsible at the retail stores are becoming more cautious about the need of an energy
efficient lighting solution to provide large profits.

CLASSIFICATION OF THE USES OF DIFFERENT TYPES OF LED LIGHTS

• Residential

• Commercial

• Domestic

• Code division multiplexing schemes (CDM)

LED DOWNLIGHTERS

• Retail showrooms

• Show windows

• Office desks

• General areas in a commercial building

STREET LIGHTS

• Highways
• Pathways

• Lanes

• Roadways

• Parks

• Rural pathways lightings

THE DRAWBACKS OF LED TECHNOLOGY IN INDIA

• India still lacks a very advanced LED technology.

• Starting costs of LED’s are too high. This leads to added costs in promotion and
advertisements to attract more customers.

• The pay back amount offered by LED takes a long time and some customers are in a hurry
to obtain quick results. This goes against the LED technology.

• National and International standards are absent in the country as far as the LED industry is
concerned. The companies therefore tend to import foreign products in the country which
further increases the price.

• Majority of the population is still unaware about the benefits of LED. This is the reason
why LED technology has not yet obtained a strong hold in the market.

• There is an absence of the laboratories and testing rules which test the quality of the lighting
product at a national level. This has led to many small and bogus companies to enter the
market and cheat the consumer.

• The government does not give incentives yet to set up manufacture centres in the country.
This leads to the absence of enthusiasm of new entrants in the Indian market.

STEPS TAKEN

•The companies and the government has have started arranging educational workshops,
seminars, exhibitions and weekly magazines. They also make it a point that the general public
becomes aware of the technology. Some of the exhibitions invite celebrities and inspiring
personalities to attract more audience. The government makes it a point that the mission of
energy saving is understood by the masses properly.
•The government has started giving incentives and inviting projects to set up manufacture of
LED lights in the country identifying the need of the hour. It is only through LED lights that
the energy consumption through lighting can be reduced. If more and more manufacturing
centres are set up, demand for LED lights would automatically increased and their price
would decrease.

•The government has been taking help of many professional and authorization institutes to
set up standards for the quality and efficiency of the light produced in the country. It also
makes it a point that these standards are strictly followed and the brand image of the
technology does not go down. The government is paying a proper heed to understand that the
consumers do not go sceptical about the technology.

•The number of test labs set up in the country for checking the quality of lights is increasing
and the rules about the introduction of a good quality light have become stricter.

•The government has decreased the tax duties on the foreign exchange of lights with a view
of introducing a better quality technology in the country. The state government has been
reducing the VAT for the internal transport and movement of lighting products.

5.2 SUGGESTIONS

The present study is undertaken to know the in and out of lighting industry as far as the
marketing concepts are concerned. The limitations and scope are properly studied and
adequate suggestions are put forward in the study. A special focus is given to the LED
lightings which are considered as the future of the lighting industry. The LED market has just
begun to increase and if proper directions are given, it can gain great profits. The suggestions
for the overall market and for the LED market are as given as follows:

 From the study it is evident that competitive pricing plays a major role in determining
the price of a product category. Demand based pricing also influences the pricing
methods. Prices should be based according to consumer demand. If the competitive
pricing prevails, prices of products may encounter a rise and in turn reduce the
demand. It is therefore suggested that there should be a crystal clear pricing policy
which works according to the demands of the consumers.
 It is evident that price affects the consumer decision to purchase a given lighting
product. Environmental stability is the need of the hour. LED lights are called green
 lights as they do not harm the environment. It is therefore suggested to find out means
to reduce the price of LED lights so that it attracts more consumer purchases.
 The lighting industry majorly relies on outdoor advertisements for promotion. Print
media like newspapers, magazines etc. is also one of the tools. It is suggested that the
industry should utilize the internet as more and more users are turning on to the
internet in the modern times. Television ads can also attract larger number of
customers through some celebrity. It is also suggested that regular exhibitions about
the newer lighting products be conducted to make the public aware of the innovations
and newer technology in the lighting market.
 The dealers and suppliers should bear in mind that consumers always expect a free
and safe delivery. The delivery should also be on time or before time. It is suggested
that for an effective supply and availability, manufacturing centers and dealers shoul d
be spread all over the country. The supply can be made effective if the number of
delivery centres of the products is increased.
 It is suggested that the LED market increases its awareness. It is already on a growing
slope. It is environment friendly and hence the help of government in spreading
awareness about LED’s can prove fruitful. Setting up Street lights made up of LED
both in rural and urban areas, Providing LED lights at a lower rate to the poor people,
advertisements, hoardings, exhibitions can prove very successful in increasing
awareness about the LED lights.
 LED’s are environment friendly as they do not contain mercury in them. The
operating temperature is also lower than the conventional lights. Therefore, they are
termed as Green Lights. For safeguarding the mother earth, it is suggested that
manufacturers produce and sell more and more LED lights and replace conventional
CFL tubes and other such lights. It is also suggested to the government that it should
make certain policies for increasing the production and sales of LED lights.
 There is still a certain section of the society which is not ready to accept LED lights as
environment friendly green lights. Proper knowledge should be given to them by
practical means and they should be properly convinced with the idea. If this is
achieved, profits can soar high.
 There is a small section of customers who are not satisfied fully with the quality of
LED output. Some sections have even not noticed the same. It is suggested that a
comparative display of the outputs between the LED lights and other conventional
 lights be provided at regular intervals to the consumers so that they are convinced
about the better quality of LED lights.
 It is well known that LED’s are costlier than conventional lights. They do provide a
higher quality and environment friendly output. The study puts forth the fact that
consumers are prepared to spend an extra price for LED’s if the price is around 5 %
more than that of their conventional counterparts. The companies should device such
methods of manufacture and sales that the prices should not be more than 5 % or 10
% for that matter. If this is achieved, LED lights can attract an increasing number of
consumers. Also, if higher costs LED’s are introduced, the marketing strategies used
for them should be very intensive that higher end consumers purchase them quickly.

LED lights are quite efficient in performance as they consume a very small amount of power.
There is a small section of customers who do not feel that LED lights areefficient. Some
sections have even not noticed the same. It is suggested that a comparative display of the
outputs between the LED lights and other conventional lights be provided at regular intervals
to the consumers so that they are convinced about the improved performance of LED lights.
Regular exhibitions all over the country, though on a small scale can be used to achieve this.
 The major hurdle behind LED’s achieving a strong position in the market is their
higher costs. There should be a change in mentality of the consumers towards a safe
mother earth. The government should formulate policies for the same. The number of
customers who are ready to compromise cost over quality is on a rise. It is suggested
that companies should improve their product quality and device means to sell them at
a lower price initially. It is suggested that companies should introduce some better
advertising model for the same.
 There are many factors which affect the final purchase of a particular lighting product.
It is suggested that companies should have proper research and analysis teams for
each factor and device suitable methods to boost the sales accordingly.
 It is suggested that companies use a higher quality raw material. It should be so
selected that its availability and supply is not short. The factors responsible for the
success of a particular lighting type like Environment Friendliness & Promotional
Methods, Brand & Availability and Packaging should be well nurtured.
 Payback amount is the money saved by a lighting product during the period of its
operation. This money saved is reflected in the electricity bill. LED’s consume very
small power as compared to conventional lighting products. So, over a period of years
 they provide a large power saving and in turn, a large payback amount. The customer
is totally unaware of this fact. It is suggested that the companies convince the same to
the customers for larger sales.
 It is suggested that the income level of the customer should not affect the type of light
purchased and used.
 The type of light used depends on the locality on a large scale. It is suggested that
both, the companies as well as the government take some measures, so that locality
does not affect the type of light used.
 It is suggested that importance of environment safety and need of saving the mother
earth should be conveyed to the society. Gaining profits is a priority in today’s
market. But each company should understand its corporate social responsibility.
 The study suggests that performance of distribution should be improved so that the
gap between demand and supply can be minimized.
 To enhance the usage and credibility of Green Lights (LED), it is suggested that the
consumers who are already using the Green Lights be widely publicized. This is
because, the study clearly reflects that usage and credibility of Green Lights is one of
the major factors affecting their purchase.
 There is a strong correlation between the type of light used and the application. It is
suggested that the companies do an in depth study of these applications like street
lightings, stadium lightings, residential & commercial & industrial lightings and
provide corresponding lights safely at proper prices to attract more customers.

5.3 CONCLUSION

The derived information has been analyzed properly and conclusions based on the findings
are summarized as follows:

 Price plays a very important role in deciding the purchase of a given lighting type.
Consumers always tend to compare price and quality before purchasing the product.
Thus, it is very necessary to have a perfect plan for pricing of a given product.
 A very important tool in the success of any product is promotion. As far as lighting
market is concerned, outdoor advertising plays a major role in form of banners and
 hoardings. Television and internet sources also form an influential hand to promote a
lighting product.
 Supply and availability are very important factors both before and after the product
purchase. The consumers regard Free and Safe delivery as the main criteria as far as
supply of goods is concerned. It should also be noted that quickness in delivery also
adds to enhancing the brand image of a particular company.
 LED’s are very beneficial as far as payback amount is concerned. They are the best
lighting products for enhancing the environment quality. Consumers are well aware of
the advantages of LED’s and this plays a helping hand in promoting the products on a
large scale.
 It is evident from the study, that majority of respondents accept the environment
friendliness of LED’s and hence LED’s are gaining a strong place in the market.
 LED’s do not contain mercury in them. The operating temperature is also low. Other
such characteristics help LED’s to be termed as Green Lights.
 The study reveals that consumers accept the fact that LED’s provide a high quality
factor
 Consumers agree to pay extra price for the more efficient LED’s. Consumers can pay
extra price if the price of LED’s is only 5% more than the conventional lights. The
manufacturers should device ways to reduce the manufacturing cost and provide the
same quality. If, this is achieved, LED market will experience a boom in profit.
 LED lights are very efficient as far as performance is concerned. The working hours
are way more than the conventional lights. Consumers are now accepting this fact and
this again adds to the promotional advantage of LED’s
 The study reveals a positive attitude about LED purchase in the consumer’s mind. It is
evident that favourable conditions prevail in the consumer’s mind towards buying the
LED lights.
 Respondents agree to pay an extra price and compromise with cost if quality of LED
lights is better than the other lighting types. Thus, extra price is not a hurdle in
introducing a quality product in the market.
 The study confirms the fact that the factors responsible for the success of a particular
lighting type are Environment Friendly & Promotional Methods, Brand &
Availability and Packaging.
 Income of the consumer affects the purchase of the lighting product. The higher end
consumers are the main target market as far as LED’s are concerned. Thus, if LED
costs can be reduced, it can obtain a newer market in terms of middle class consumers
and lower middle class.
 Different areas use different types of lightings. Conventional patterns or older
technologies exist in some areas while some areas tend towards a more modern and
advanced technologies. If the lighting market makes a move, it can attain a newer
target audience. It can be most beneficial if the marketing teams are able to convince
the stagnant consumers who are resistant towards a change in the technology
 Both, the modern market and consumers have become environment friendly. Saving
the mother earth is the need of the hour. Manufacturers should take this factor into
account and strive for a better quality product at reasonable prices. If this is achieved,
both the goals of saving the mother earth and attaining profits can be simultaneously
achieved.
 The knowledge about the benefits of LED’s is wide spread. This is very beneficial for
the LED market as it has a beginning advantage before entering the market on a full
scale.
 Higher quality product will have a higher cost. The consumers are prepared to spend
a higher cost for the better quality LED lights. This is very advantageous for the LED
manufacturers. If they utilize this situation properly, LED lights can make a large
amount of profit.
 The study indicates that the consumers are satisfied by the distribution process
followed by the lighting industry to a large extent. A majority of the percentage of
respondents feel that the distribution processes are good while only a small proportion
of respondents are unsatisfied by the distribution processes are poor. It indicates that
distribution and supply prove to be the strengths of the lighting industry. Still there is
a very small portion of the respondents who are not satisfied by the distribution
process followed by the lighting industry.
 It is evident from the study that Indian consumers prefer foreign brand in LED lights
to a larger extent. A large number of respondents prefer foreign brands while only a
small amount, prefer Indian brands in LED lights. It is the responsibility of the
marketers to find out the reason for consumer preference for foreign brand and take
necessary measures to promote Indian brands
 The data indicates the reasons behind the success of CFL lights and which can cause
troubles for the introduction of LED lights in the market. Out of 100 respondents,
56.7 % feel that the lower cost of CFL’s as compared to LED’s is the reason behind
them not shifting to LED’s from CFL lights. 20.7% feel satisfaction while 9.3% feel
that CFL’s are of a higher quality as compared to LED lights.
 The study clarifies that most of the consumers prefer incandescent lamps over the
other types. Fluorescent lamps and CFL’s also have their preference shares in the
minds of the consumers over the years. It is therefore clear that any new type of light
introduced in the market has to compete with incandescent and fluorescent types of
light and then establish its hold over the lighting market.
 The study makes it clear that Green Marketing is the best promotion tool as far as
LED lights are concerned. A large proportion of the consumers agree to the same ,
while there are even more number of the consumers strongly agree to the fact that
Green marketing is the best promotional tool for LED technology. There is only a
small sect of the consumers who feel that Green Marketing is not the only way out for
promotion of LED lights.
 The study clarifies that the awareness and education level in the respondents about
Green Marketing is low. 9.3% of the respondent awareness levels is very low while it
is low for 26%. 32% of the respondents are neutral about their awareness regarding
Green Marketing. The awareness levels are high for only 29.3% of the respondents.
 The study indicates that there is a strong acceptance of LED lights as Green Lights in
the market. A large percentage of respondents believe that LED lights can be termed
as Green Lights. There is an equivalent proportion of respondents who are not
satisfied with the same. It is the responsibility of the marketers to make the unsatisfied
section of the consumers attracted towards the LED lights, so that they accept this
technology as the Green Lighting technology
 The study predicts the life cycle of LED’s in the market. The LED’s may follow the
following steps over time during their life span in the market.

• Performance

• Optimization

• Acceptance

• Maturity
Thus, LED’s have to perform well, provide a good level of optimization and customization.
Only then, it will be accepted and it can reach the maturity stage. The study also clarifies that
there is an increasing demand in the market for LED’s as the concern for environment has
started rising. Hence, it can also be inferred that, the LED’s which have entered the market
late are expected to have a very long life cycle. Manufacturers have improved the
temperature performance and led’s have found a way into fortune 100 companies, health and
education related institutions as well. It is important to clear the ambiguities consumers have
about the lumen output, driver performance, ballast efficiency and colour consistency. Initial
investment costs are high, but payback is provided in the next three to five years. Regarding
the warranty, longer warranties are being made available now.

BIBLIOGRAPHY

BOOK REFERENCES

 Altaf khan M. (2011), marketing management, wisdom publications, new delhi,pp.26-

297
 Kotler, Philip and Nancy Lee. Marketing in the Public Sector: A Roadmap for
Improved Performance. Philadelphia: Wharton School Publishing, 006.
  Suresh K, Marketing Research: Approach & Application, 1st Edition, 2005, ICFAI,
Hyderabad.
 Mishra M.N, Modern Marketing Research, 1st Edition, 2005, Himalaya Pub,
Mumbai.

JOURNAL REFERENCES

 Marketing Mastermind
 Journal of Consumer behaviour

WEBSITE REFERENCES

 http://www.midhudson.org/workforce/marketing_toolkit.htm
 http://www.mbapundit.com
 http://www.indiandata.com
 http://www.managementparadise.com
 http://www.shodhganga.com

APPENDIX

QUESTIONNAIRE

Name of dealer :

Address :

Age : a) 19-25 years b) 26-33 years c) 34-39 years d) above 39

Gender : a) male b) female

Designation :

Marital status : a) married b) unmarried

Monthly income :

Educational qualification:

3. Is there internet access in the company?

Yes No

4. Are there any environmental management procedures in the company?

Yes no

If yes specify..................................................... ..........................................................................

.........................................................................

5. How many of the employees are familiar with PCs and

internet? .................................................................

6. Which is the annual turnover of the company ?

.................................................................

7. The number of employees possessing in marketing

department? .................................................................

8. Is the decision taken by the management related to marketing is

satisfactory? .................................................................

9..Is work culture is supportive in your organization?

.................................................................

10. Do you have an organised Environmental Management System based on a standard?

ISO 14001 EMAS Other (specify)…………………………………

11. please indicate the workload changed during last three years?
.....................................................

12.which is the distribution channel opted by the company?

.....................................................

13.What are the sales promotion activities that you undertake?

………………………………

14..Do you seek feedback from your customer about their satisfaction?

……………………..
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